代言人“网络形象”对青年亚文化群体旅游意愿的影响研究——基于信源模型和社会影响理论  

The Impact of Celebrity Endorsers'Online Personas on Youth Subcultural Communities'Travel Intentions:Basing on Source Model and Social Influence Theory

作　　者：许砚秋 邓敏 王颖 Xu Yanqiu;Deng Min;WangYing(College of Tourism&Landscape Architecture,Guilin University of Technology,Guilin 541006,China;Teachers College for Vocational and Technical Education,Guangxi Normal University,Guilin 541004,China)

机构地区：[1]桂林理工大学旅游与风景园林学院,广西桂林541006 [2]广西师范大学职业技术师范学院,广西桂林541004

出　　处：《旅游论坛》2024年第6期72-84,共13页Tourism Forum

基　　金：国家社科基金项目“南岭瑶族传统村落文化保护的旅游社会学研究”(21XSH018)资助。

摘　　要：旅游代言人的“网络形象”能够吸引青年亚文化群体的注意力并为旅游目的地带来可观的经济收益。文章以信源理论和社会影响理论为基础,以青年亚文化群体及该群体所重构的代言人“网络形象”为研究对象,构建结构方程模型,旨在探究“网络形象”的影响关系和营销机制。研究发现:(1)代言人的“网络形象”对青年亚文化群体的内化与认同心理有显著的正向影响;(2)青年亚文化群体对旅游目的地的接受态度受代言人“网络形象”的影响;(3)内化与认同的心理机制不仅能够连接起网络虚拟空间与现实世界,也能将代言人“网络形象”的价值转移到其现实形象中。研究为旅游目的地管理者提供了行之有效的管理与营销措施借鉴,有助于拓展旅游行业中的文化营销理念,提倡多元文化传播和接纳,增强旅游产品与青年亚文化群体的契合度。研究的理论贡献在于重新审视了青年亚文化群体和主流文化间相互影响的关系,将“网络形象”的概念应用在旅游代言人身上,拓宽了名人代言相关领域的研究范围。The online persona of a tourism endorser has the potential to capture the attention of subcultural groups and generate substantial economic benefits for tourist destinations.Grounded in Source Model,and Social Influence Theory,this study focuses on youth subcultural groups and the reconstructed endorsers'“online persona”as the research subject.A structural equation model is constructed to explore the impact relationships and marketing mechanisms of online personas.The study reveals:(1)The online persona of the endorser significantly and positively influences the internalization and identification psychology of youth subcultural groups;(2)The acceptance attitude of youth subcultural groups towards the tourist destination is influenced by the endorser's online persona;(3)The psychological mechanisms of internalization and identification not only bridge the threshold and post-threshold stages but also transfer the value of the endorser's online persona to their real-life image.Based on the findings,this study offers effective management and marketing measures for tourism destination managers,contributing to expanding the concept of cultural marketing in the tourism industry.It advocates for multicultural communication and acceptance,enhancing the alignment between tourism products and subcultural groups.The theoretical contributions of this study lie in the reexamination of the mutual influence between subcultural groups and mainstream culture,the application of the concept of online persona to tourism endorsers,and the broadening of the research scope in the areas of celebrity endorsement.

关 键 词：青年亚文化群体 信源模型 匹配性假设 “网络形象” 旅游代言人 

分 类 号：F590[经济管理—旅游管理]